Golf World's Ryan Herrington previews the USGA Annual Meeting and considers the state of the organization.
Reading the quotes you'd think these guys were talking to a CNBC reporter about delayering offline incentivization streams.
"We've created a more fluid, efficient structure," says Pete Bevacqua, six months on the job in the newly created post of chief business officer, reporting directly to executive director David Fay. Responsible for all commercial endeavors -- broadcasting, marketing, members, new media and communications, among others -- Bevacqua says his charge is to make sure the various departments do a better job of working congruently. "My goal is to allow us to make more informed decisions because we'll have a better idea how [initiatives are] going to affect the various departments, and perhaps quicker decisions."
Indeed, a common refrain among USGA brass on both the volunteer and staff sides is the need to work at an "accelerated rate of business," a perceived weakness (not to mention an example of MBA-speak heard now within the association). "This is all very energizing, stimulating and exciting," says Fay of the new people/organization in place, noting his own commitment remains strong. "It will be rewarding for the USGA."
Easy for him to say, he still has a job! A highly paid one at that.
Another potential point of contention is a plan to offer online a revised version of the USGA members newsletter, one tangible benefit given to individuals who financially support the USGA. Bevacqua said no final decision has been made, but the association reportedly could stop printing the newsletter this spring. Still, there are reasons to believe the USGA is moving in a positive direction. In the annual report to be released in Houston, the association will report net income in fiscal 2007 of $1.21 million on revenues of nearly $137 million, a noteworthy improvement from a $6.13 million deficit in 2006.
Poor newsletter. It never had a chance. And guess what, there's a rebranding on the way:
Brought aboard in December, Wightman, who spent five years as publisher of Golf magazine, will present a communications plan to the Executive Committee next week, one that details ways to enhance and improve the USGA brand and de-mystify the association. It's an endeavor Fay and Bevacqua contend will be key to future growth.
De-mystify the USGA. Now there's an undertaking.